Agnieszka Szostak, Founder PR Outreach - The Good, The Bad and the PR (How to Web Conference 2014 - Game Development Track)

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Are there things you always wanted to ask journalists about, in regards to promoting your game, but never had the opportunity to do so? What they need, hate and what their expectations are? Then this presentation is for you!

Technology

THE GOOD, THE BAD
AND THE PR
AGNIESZKA SZÓSTAK

WHAT IS PR ?
1.What my friends think I do?

WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?

WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?

WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?
4.What community thinks I do?

WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?
4.What community thinks I do?
5.What journalists think I do?

WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?
4.What community thinks I do?
5.What journalists think I do?
6.What I really do?

PICKING UP A BIG PR AGENCY
• A big media outrich
• Excellent reporting data
• A dedicated person to
lead your campaign
PROS CONS
• Costs
• The lack of personal
approach to the project
• Assigning interns to lead
less profitable projects

Q: What would you consider the most
annoying thing when getting in touch with
PRs representing company?

• NOT ANSWERING OR A REPLY LAG – 64%
• A ‘NO COMMENTS!’ REPLY – 15%
• NOT ENOUGH (P)REVIEW COPIES – 13%
• FOLLOWING UP TOO FREQUENTLY – 4%

PICKING UP A SMALL PR AGENCY
• Costs
• Personal approach to
each project
• Big flexibility
PROS CONS
• One person responsible
for lots of projects
• Very little reporting data
• Limited possibilities of
negotiating rates and
placement

REPRESENTING YOURSELF
• No additional cost
• Full dedication to the
project
• Full control
PROS

Q: When doing an interview, visitting company
booth at trade shows or looking for support
when you are doing your story, do you prefer
to talk to devs, management or PR/Marketing
reps?

• DEVS – 48%
• MANAGEMENT – 1%
• PR/MARKETING REPS – 6%
• DEPENDS ON A STORY – 45%

REPRESENTING YOURSELF
• No additional cost
• Full dedication to the
project
• Full control
PROS CONS
• Lack of time
• Lack of media contacts
• Lack of PR knowledge

Q: When e-mailing/calling PR reps with a
question how quick do you think they should
respond?

• WITHIN 2-3 HOURS – 21%
• WITHIN 24 HOURS – 66%
• WITHIN 2-3 DAYS – 11%
• WITHIN A WEEK – 1%

PR CAMPAIGN MILESTONES
1.Game announcement
2.Preview code send out
3.Review code send out
4.Release

• I DON’T HAVE A PROBLEM WITH ‘EM – 68%
• I HATE THEM! – 2%
• I GOT USED TO THEM – 30%

PR ASSETS
1.Videos
2.Screenshots
3.Cover Arts
4.Cover Renders
5.Concept Arts
6.Character Arts
7.Character Renders
8.Fact Sheets

Q: What kind of assets are most useful for
you?

• VIDEOS – 21%
• SCREENSHOTS – 21%
• COVER ARTS – 10%
• COVER RENDERS – 6%
• CONCEPT ARTS – 10%
• CHARACTER ARTS – 6%
• CHARACTER RENDERS – 6%
• FACT SHEETS – 16%

Q: How many different assets in one batch
would you consider sufficient to do a story?

• 1-3 – 30%
• 3-5 – 48%
• 5-10 – 19%
• 10-15 – 3%
• OVER 15 – 0%

Q: What's your usual deadline for delivering
assets when you are planning a story?

• 1 DAY AHEAD – 24%
• 2-3 DAYS AHEAD – 46%
• 3-5 DAYS AHEAD – 16%
• 1 WEEK AHEAD – 10%
• 2 WEEKS AHEAD – 2%
• MORE THAN 2 WEEKS – 1%

• EXCLUSIVE STUFF IS A MUST – 24%
• I DON’T CARE MUCH ABOUT THOSE – 7%
• IT’S NICE BUT I’LL LIVE WITHOUT IT – 68%

RULES OF PITCHING A STORY TO MEDIA
1.Research
2.Start a relationship
3.Send a press release
4.Follow up

Q: Do you consider press releases useful?

Q: How many press releases you get a day?

• 0-10 – 30%
• 10-30 – 48%
• 30-50 – 16%
• 50-100 – 3%
• OVER 100 – 3%

Q: In your opinion what time is reasonable
for a PR to do a follow up about a story he's
trying to pitch to you?

• AFTER 2-3 DAYS – 38%
• AFTER 3-5 DAYS – 41%
• NO EARLIER THAN AFTER A WEEK – 21%

Q: When you ask a PR a question he can't
really answer, what kind of reply is satisfying
for you?

• A ‘NO COMMENTS’ WILL DO – 4%
• ‘I CAN’T ANSWER THAT’ IS OK – 32%
• I LIKE TO KNOW WHY – 64%

THANK YOU!
Agnieszka Szóstak
@Aga_Szostak
agnieszka.szostak@pr-outreach.com

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